CARGO COSMETICS

BRANDING, LOGO, and PACKAGE DESIGN

Canadian cosmetic brand, Cargo, needed a new look and brand message. Working with New York based design agency, RPG, we created a new story and voice for Cargo that included logo design, primary and secondary packaging and re-branding guidelines.In addition to developing a new direction for Cargo's primary brand, we also re-branded their professional line, Blu Ray, giving it a new name and look: Cargo_HD. Illustration by: Bernadette Pascua.

CARGO'S NEW LOOK

A makeover was needed to become more relevant and competitive for their 18-32 year old target audience. The new Cargo was to be adventurous, fun, and a little irreverent.

The company's brand roots, "Your makeup is your Cargo...Take it everywhere," helped to shape the new direction. Skylines of global cities and landscapes grace the packaging faces–conjuring the idea of travel, adventure and mystery.

CARGO Logo and Packaging: Before and After

CARGO_HD NAMING AND LOGO DESIGN

Cargo's professional line, Blu-Ray, was also revamped with a new name and new look: Cargo_HD